Social Commerce

Pop-Up Facebook Fan-Store Sells Personalised Heinz Soup [Screenshots]

So Ketchup King Heinz has thrown up a Pop-Up Fan-Store in Facebook selling personalised cans of Heinz soup to UK Heinz fans.

The pop-up store allows Heinz fans (and-only fans) to send personalised ‘get-well’ cans of Heinz soup to friends suffering from post-summer distress disorder – i.e. Autumn colds and chills, for a £1.99 ($3.00) PayPal payment via an store app on the brand’s Facebook page.

The customised cans feature a personal get-well message on the label, via a custom store app on the Heinz fan-page from London-based social media agency We Are Social.

What we really like about this Heinz pop-up fan-store is that it taps into Facebook strengths – gifting – an eminently social activity, and personalisation (although not, in this case, via the social graph).  Personalised gifts in Facebook make real sense.  Kudos Heinz.

Expect other food and beverage brands – champagne, chocolates, wine and soda come to mind – to follow.

Heinz is emerging as something of a poster-child for f-commerce in FMCG/CPG – earlier in the year it opened a pop-up fan-store in Facebook to support the launch of a new line of ketchup by offering fans exclusive fan-first access to the product before it became available in-store (also by We Are Social). And last month, Heinz ran a social couponing campaign, where the value of the coupon doubled when shared.

Providing a rationale for the Facebook activity, Matthew Cullum, Heinz Soup marketing controller, said, “Because Facebook is a place people choose to engage with our brand, we want to be there…  Our use of these channels doesn’t replace TV, but it is a great compliment to it because it allows the consumer to spread the word and they engage more than they would with traditional channels such as TV or Radio.”




Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.